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基本説明
A monograph published simultaneously as the Journal of Marketing Channels, Vol. 9, Nos. 3/4.
Full Description
Get the most from your electronic marketing resources!
Internets, Intranets, and Extranets: New Waves in Channel Surfing examines cutting-edge research on the strategies and practices for managing electronic channels of information distribution. The leading experts working in Web-enabled marketing technologies address the most pressing topics of channel management, presenting descriptiveand prescriptiveinsights into the complex network of virtual links between people and places. This unique book looks at the death of distance from a global perspective, offering critical commentary on how to strengthen the connection between Web-linked buyers and sellers.
Internets, Intranets, and Extranets presents a framework for working with e-business technologies that will help you develop electronic distribution strategies to maximize channel efficiency. The book addresses the signaling cues in marketing channels, examining the issues that affect the systemic flow of information, products, and services, including:
the mediating role of channel structure on channel performance
the transaction costs of cybermediaries
the Internet's impact on independent sales agents
the effects of brand familiarity and Web site vividness
the analysis of electronic intermediaries in conventional distribution channels
and the organizational and environmental factors involved in Internet-based marketing channels
Internets, Intranets, and Extranets: New Waves in Channel Surfing is an essential resource for distribution managers, logisticians, and researchers interested in cutting-edge principles and practices in electronic distribution channels. The book is also an ideal supplement for academics working in electronic commerce study.
Contents
Introduction: The e.Volution of the Spider, e-Business Technological Innovations: Impact on Channel Processes and Structure, Conventional Channels of Distribution and Electronic Intermediaries: A Functional Analysis, A Three-Tier Model Representing the Impact of Internet Use and Other Environmental and Relationship-Specific Factors on a Sales Agent's Fear of Disintermediation Due to the Internet Medium, The Fallacy of the Level Playing Field: The Effect of Brand Familiarity and Web Site Vividness on Online Consumer Response, The Impact of Organizational and Environmental Factors on the Implementation of Internet-Based Marketing Channels, Index, Reference Notes Included ,
